In the Chinese market, Bake Lang is often known as a breakfast biscuit brand. Originally part of food giant Kraft Foods, Bake Brown was later spun off into Mondelēz International.
 
Baking Brown was launched in the U.S. market in 2012 with a brand image of instant baked breakfast cakes, when U.S. consumers were looking for breakfast alternatives to cereal and milk. It is precisely for this reason that Bake Lang quickly attracted the attention of consumers with its shrewd marketing and became the leader in the American breakfast biscuit market. In its first year on the market, Bake Lang captured a 1.8% share of the U.S. biscuit market, with sales of $66 million. Since then, global annual sales have increased year after year, reaching $600 million in 2018, second only to Oreo, Lezhi and other biscuit brands, becoming Mondelēz's fifth best-selling brand in the United States. In 2015, Baenron officially entered the Chinese market.
 
The market positioning of baked breakfast cakes is specially designed for breakfast, including four flavors: milk cereal flavor, nut honey flavor, apple and red date flavor, and mixed berry flavor. The raw materials are mainly five grains: whole wheat, rye, wheat, oats and buckwheat, with the addition of fruit and nut grains. Some dietitians believe that selling cookies as breakfast is just a marketing strategy for breakfast cookies, when in fact there are many better breakfast foods on the market than cookies. Baking bread breakfast cakes are made with whole grain ingredients and have an increased dietary fiber content, but their oil and sugar content is not much different from ordinary crispy biscuits, and oatmeal porridge and whole bran cereal are healthier breakfast options.
 
Although baked breakfast cakes are not the best choice to replace breakfast directly, as a casual snack, the overall performance is still good. Its abundance of grains and fruit grains also makes it more layered in taste, with rich wheat aroma, moderate crispiness and natural sweetness. In terms of price, a pack of 300g is less than 20 yuan, which is more cost-effective.